Valentine’s Day is weird. We spend billions on roses that wither in three days and heart-shaped boxes of chocolate that, honestly, usually contain at least two flavors nobody actually likes. Every February 14th, the world lights up in red and pink, and we all wish each other a feliz día de San Valentín without really thinking about why we’re doing it or where the tradition even started.
It isn't just about the Hallmark cards.
The history is actually kind of dark. And messy.
If you look back at the origins, you won’t find a chubby baby with a bow and arrow. Instead, you find ancient Roman rituals that would make most modern couples cringe. We’re talking about Lupercalia, a festival held in mid-February where men from an order of priests called Luperci would sacrifice a goat and a dog, then run around slapping women with the hides of the sacrificed animals. They thought it made them fertile. It’s a far cry from a candlelit dinner at a fancy Italian spot, right?
The Man Behind the Feliz Día de San Valentín Greeting
Who was Valentine? That’s the thing—there wasn't just one.
The Catholic Church recognizes at least three different saints named Valentine or Valentinus, all of whom were martyred. One popular legend says that Valentine was a priest in third-century Rome. When Emperor Claudius II decided that single men made better soldiers than those with wives and families, he outlawed marriage for young men. Valentine thought this was fundamentally wrong. He kept performing marriages in secret. When Claudius found out, he had him hauled off to prison and eventually executed.
Another story suggests Valentine was killed for helping Christians escape harsh Roman prisons. Before his death, he allegedly sent the first "valentine" greeting himself. He had fallen in love with a young girl—possibly the jailer’s daughter—who visited him during his confinement. Before he was led to his execution, he wrote her a letter signed "From your Valentine."
We still use that phrase today. Every single year.
It’s a bit of a historical blur. By the time the Middle Ages rolled around, the reputation of St. Valentine as a heroic, sympathetic, and romantic figure was solidified. He became one of the most popular saints in England and France.
Why February 14th Became the Day of Love
You might think the date was chosen to commemorate the anniversary of Valentine's death or burial. That’s the official line. But many historians argue that the Christian church may have decided to place St. Valentine's feast day in the middle of February in an effort to "Christianize" the pagan celebration of Lupercalia.
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The transition wasn't immediate.
During the Middle Ages, it was commonly believed in France and England that February 14th was the beginning of birds' mating season. This added to the idea that the middle of Valentine's Day should be a day for romance. The English poet Geoffrey Chaucer was the first to record St. Valentine’s Day as a day of romantic celebration in his 1382 poem "Parlement of Foules."
He wrote, "For this was on seynt Volantynys day, Whan euery bryd comyth there to chese his make."
Basically, he was saying that every bird comes to choose his mate on St. Valentine's Day. Once the poets got a hold of it, there was no turning back. The holiday transformed from a religious feast to a day of courtly love. By the 18th century, it was common for friends and lovers in all social classes to exchange small tokens of affection or handwritten notes.
Modern Traditions and Global Variations
Saying feliz día de San Valentín sounds different depending on where you are standing.
In the United States, it’s a commercial powerhouse. According to the National Retail Federation, consumers spent over 25 billion dollars on Valentine's Day in recent years. That’s a lot of jewelry and greeting cards. But in other parts of the world, the holiday takes on very specific, localized flavors.
In Japan, it’s the women who buy chocolates for the men. And it’s not just for romantic interests. They have "giri-choco," or "obligation chocolate," for male co-workers and bosses. The men return the favor a month later on March 14th, known as "White Day," where they are expected to give gifts that are two or three times the value of what they received.
South Korea takes it a step further. They have a "Black Day" on April 14th for the single people who didn't get anything on Valentine's Day or White Day. They go to restaurants and eat Jajangmyeon—black bean noodles—and mourn their singlehood together. Or celebrate it. Honestly, it depends on the person.
In many Spanish-speaking countries, the day is often called "Día del Amor y la Amistad" (Day of Love and Friendship). This is a crucial distinction. It’s not just for couples. It’s for your best friend, your mom, your siblings. It’s a broader celebration of human connection. In Mexico, you’ll see people carrying massive balloon bouquets and giant teddy bears through the streets, gifting them to friends and family alike.
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The Economics of Romance
Let's be real for a second. The price of roses on February 13th is a scam.
Supply and demand hit the floral industry like a freight train every February. Most of the roses sold in the U.S. for Valentine's Day are grown in Colombia or Ecuador. They have to be harvested, chilled, flown, and delivered within a incredibly tight window. The logistics are a nightmare. That’s why a dozen roses that cost 20 bucks in July suddenly cost 90 bucks in February.
Then there’s the diamond industry. De Beers famously linked diamonds to eternal love in the mid-20th century, and Valentine’s Day became the peak season for proposals. Statistics show that roughly 6 million couples get engaged on Valentine's Day.
Is it cliché? Maybe. Does it work? Every time.
Misconceptions We All Believe
People think Valentine's Day was invented by Hallmark.
It wasn't.
While Esther Howland—known as the "Mother of the American Valentine"—began mass-producing scrap-made valentines in the 1840s, the tradition was already centuries old. Hallmark didn't even start offering Valentine's Day cards until 1913. They just scaled it.
Another misconception is that it’s strictly a "western" holiday. While it has roots in Roman and Christian history, it has been adopted globally, often merging with local folklore. In Wales, some people still celebrate St. Dwynwen’s Day on January 25th instead of or in addition to Valentine's Day. Dwynwen is the Welsh patron saint of lovers, and the traditional gift is a handcrafted wooden "lovespoon."
How to Actually Enjoy the Day
If the commercialism of a feliz día de San Valentín makes you want to hide under a rock, you aren't alone. "Galentine’s Day," popularized by the show Parks and Recreation, has become a legitimate cultural phenomenon. Celebrating with friends on February 13th takes the pressure off the "romantic" expectations of the 14th.
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The best way to handle the day is to ignore the "shoulds."
You don't have to go to a restaurant with a prix-fixe menu where the tables are crammed two inches apart. You don't have to spend a week's wages on a necklace.
Some of the most meaningful celebrations involve:
- Writing a literal letter. Not a text. A piece of paper with ink.
- Cooking a meal together that has nothing to do with "aphrodisiacs" and everything to do with what you actually like eating.
- Small, specific gestures. Remembering that your partner mentioned they needed a new pair of wool socks is often more romantic than a generic box of truffles.
The nuance of the holiday lies in the intent. If you’re doing it because you feel forced, it sucks. If you’re using it as an excuse to actually pause and tell someone you appreciate them, it’s actually pretty great.
Beyond the Chocolate: Real Connections
At the end of the day, San Valentín is just a placeholder.
It’s a date on a calendar that reminds us to be intentional. In our 2026 digital landscape, where most of our interactions are fleeting and screened, a dedicated day for tangible affection serves a purpose. Even if that purpose is wrapped in questionable Roman history and overpriced florist bills.
Whether you are celebrating with a long-term partner, a new crush, or your group of closest friends, the core message is the same. Connection matters.
To make the most of the upcoming holiday, focus on these three practical shifts:
- Avoid the Peak: If you want a nice dinner, go on the 12th or the 16th. The service will be better, the food will be fresher, and you won't be rushed out the door to make room for the next "seating."
- Personalize the "Why": If you give a gift, attach a note that explains one specific thing you appreciated about that person in the last month. It costs nothing and carries more weight than the gift itself.
- Redefine the Audience: Don't limit your "feliz día" to a romantic partner. Send a quick message to a mentor or a family member. The "Friendship" side of the holiday is often much more rewarding and significantly less stressful.
The holiday isn't going anywhere. It has survived Roman emperors, religious shifts, and the industrial revolution. It will survive the internet age, too. The trick is to make the day work for you instead of working for the day. Take the pressure off, keep the sentiment, and maybe skip the Lupercalia goat-hide tradition this year.